In response to the growing mound of unpaid fines, the Ministry of justice has launched a new advertising campaign via M&C Saatchi that features Mr Fines, a suited bald man who seems to have been cast out of the mould usually reserved for stereotypical debt collectors. Central to the campaign is a new 30-second TVC in which Mr Fines is depicted as paying visits to various Kiwis and seizing items that belong to them in lieu of payment for outstanding fines.